Quantifiable measurements used to track and assess a business objective

COURSE 4 – THINK OUTSIDE THE INBOX: EMAIL MARKETING QUIZ ANSWERS

Week 4: Collect and Analyze Email Campaign Data

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TABLE OF CONTENT

Collect and Analyze Email Campaign Data INTRODUCTION

In the Coursera Google Digital Marketing & E-commerce Professional Certificate Program, you will learn how to collect and analyze email campaign data.

This includes understanding key metrics in email marketing, such as open rate, click-through rate, unsubscribe rate, complaint rate, conversion rate, bounce rate, and more.

You’ll learn how to measure, track and analyze these results to gain insights into customer behavior. After collecting and analyzing your data, you can present it effectively to stakeholders by creating an email marketing campaign report. The report should include any insights gained from the analysis of the collected data and recommendations for the next steps based on the campaign results.

Learning Objectives

  • Identify common email marketing metrics.
  • Measure and analyze email campaign results.
  • Create an email marketing report that communicates results to stakeholders.

TEST YOUR KNOWLEDGE: TYPES OF METRICS

1. Which of the following are concepts related to marketing campaign results? Select all that apply.

  • Key performance indicators (KPIs) (Correct)
  • Data (Correct)
  • Metrics (Correct)
  • Demographics

Correct: Metrics are quantifiable measurements that are used to track and assess a business objective. Think of metrics as data, but with additional context. They help you make sense of raw data. Other concepts related to marketing campaign results are data and key performance indicators (KPIs). Data refers to a collection of facts, numbers, or information. Generally, data is without context. When data has context, it is considered metrics. Other concepts related to marketing campaign results are metrics and key performance indicators (KPIs). KPIs are a measurement used to gauge how successful a business is in reaching a goal. For email marketing, KPIs can be metrics you decide are important to your campaign’s success. Other concepts related to marketing campaign results are data and metrics.

2. Which of the following are metrics professionals commonly use in email marketing? Select all that apply.

  • Click-to-open rate (Correct)
  • Open rate (Correct)
  • Close rate
  • Unsubscribe rate (Correct)

Correct: An open rate is the percentage of users that open your email. The open rate is important because it indicates how engaged your subscribers are. Other common metrics in email marketing are the click-to-open rate and unsubscribe rate. The unsubscribe rate is the percentage of email recipients who unsubscribe from your list after opening an email. This metric is useful because it indicates whether you are delivering content that your audience enjoys. Other common metrics in email marketing are the open rate and the click-to-open rate.

3. Which of the following are metrics an organization may use to determine if an email campaign is successful? Select all that apply.

  • Conversion rate (Correct)
  • Email sign-up rate
  • Email bounce rate (Correct)
  • Complaint rate (Correct)

Correct: The complaint rate is the percentage of complaints sent to mailbox providers after recipients receive your email. Most experts agree to an industry standard of about .01 percent. Other metrics include the conversion rate and email bounce rate. The conversion rate is the percentage of email recipients who click on a link in your email and take a desired action. A high conversion rate typically means you are selling more products or services without increasing the budget. Other metrics include the email bounce rate and complaint rate. While a sign-up rate may determine if a marketing campaign is successful, it will not provide information about a specific email campaign. Some email campaign metrics are the conversion rate, email bounce rate, and complaint rate.

4. Which of the following are three additional metrics an organization may use to determine if an email campaign was successful? Select three.

  • Forward rate (Correct)
  • List growth rate (Correct)
  • Impressions
  • Return on investment (ROI) (Correct)

Correct: The list growth rate is the rate at which your list adds additional email addresses. This number is helpful to track because a higher list growth rate may translate to a higher sales volume. Other metrics include return on investment (ROI) and the forward rate. Return on investment is the ratio of money made to money spent. This metric tells you whether your email marketing strategy is productive. Other metrics include list growth rate and forward rate.

5. What is a collection of facts or information?

  • Metrics
  • Statistics
  • Data (Correct)
  • Key performance indicators (KPIs)

Correct: You use facts or information from data to inform or plan something. Examples of data are how many people visit your website or how many purchases were made after sending a promotional email.

6. What is the open rate calculation?

  • Number of people who open the email / number of people who received the email (Correct)
  • Number of people who received the email / number of people who open the email
  • Number of unique opens / total clicks
  • Total clicks / number of unique opens

Correct: Your open rate is important because it indicates how engaged your subscribers are.

7. What metric is the percentage of email recipients who clicked on a link in your email and took a desired action?

  • Email bounce rate
  • Open rate
  • Conversion rate (Correct)
  • Unsubscribe rate

Correct: The conversion rate answers the question: Did your audience do the action you wanted them to do?

8. What is the ratio of money made and money spent?

  • List growth rate
  • Key performance indicators (KPIs)
  • Conversion rate
  • Return on investment (ROI) (Correct)

Correct: You can calculate ROI by dividing the total revenue by the total amount of money spent and multiplying by 100.

TEST YOUR KNOWLEDGE: PRESENT TO STAKEHOLDERS

1. What main metric should you put in an email marketing report?

  • Key performance indicators (KPIs) (Correct)
  • Open rate
  • Unsubscribe rate
  • Forward rate

Correct: The main metrics are the key performance indicators (KPIs).

2. Which of the following best describes what it means to be concise when presenting to stakeholders?

  • Present the entire campaign story by providing all the data.
  • Go over the scheduled meeting time to show you worked hard on the report.
  • Only include details necessary to tell your campaign story. (Correct)
  • Use technical language and jargon to indicate that you are an expert.

Correct: Avoid jargon and technical language, so that anyone can understand your report, even if they are not familiar with email marketing metrics.

3. Using software such as Google Slides, Microsoft PowerPoint, or Canva can help your presentation do what?

  • Stay under budget
  • Shorten the delivery time
  • Be relatable and empathetic
  • Be visually interesting and engaging (Correct)

Correct: Using visual-based images, diagrams, and charts allows you to be more engaging with your stakeholders. Being engaging is important because you want your audience to be interested and entertained.

4. Which of the following are tips for giving presentations? Select all that apply.

  • Allow for pauses. (Correct)
  • Know your audience. (Correct)
  • Tell a story. (Correct)
  • Avoid eye contact.
  • Speak clearly and slowly. (Correct)

Correct: If you’re nervous while presenting, you might speak too fast. Your audience should be able to clearly understand everything you say. Therefore, it helps to pace yourself and slow down while you speak. Other presenting tips include allowing for pauses, telling a story, and knowing your audience.

Pauses display confidence and help set the pace for your presentation. Some ideal times to stop for pauses include when you pose a question to the audience or when you transition to a new section of your presentation. Other presenting tips include speaking clearly and slowly, telling a story, and knowing your audience.

The tone and content of your presentation should be appropriate for the audience you are connecting with. For example, your presentation should be more informal and use different terminology when you’re with a group of colleagues than when you’re with external clients. Other presenting tips include speaking clearly and slowly, allowing for pauses, and telling a story.

Tell stories about actual customers and share their quotes, photos, or short video clips in your presentation. These stories are more powerful than simply sharing research insights because they show emotions, pain points, and what customers love about the product. Other presenting tips include speaking clearly and slowly, allowing for pauses, telling a story, and knowing your audience.

5. Fill in the blank: An email marketing report is essentially a collection of your _____ that you present to your team and stakeholders.

  • email messages
  • key performance indicators (KPIs) (Correct)
  • future email content ideas
  • return on investments (ROIs)

Correct: An email marketing report should include metrics used to assess the campaign’s success and displayed in a concise, visual, and engaging manner.

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THINK OUTSIDE THE INBOX: EMAIL MARKETING WEEKLY CHALLENGE 4

1. What is the relationship between metrics and data?

  • Metrics are data without context.
  • Metrics and data are the same concept.
  • Data are metrics with context.
  • Metrics are data with context. (Correct)

2. Which of the following is true of key performance indicators (KPIs)?

  • Metrics are KPIs, but not all KPIs are metrics.
  • KPIs are data, but not all data is KPIs.
  • KPIs are metrics, but not all metrics are KPIs. (Correct)
  • Data is KPIs, but not all KPIs are data.

3. What metric is calculated by dividing the number of people who opened the email by the number who received the email?

  • Click-to-open rate
  • Unsubscribe rate
  • Open rate (Correct)
  • Conversion rate

4. As an email marketer, you recently sent an email to 16,478 people. The email received 1,621 total clicks, 5,532 opens, and 5,189 unique opens. How would you calculate the click-to-open rate?

  • 5,532 / 1,621
  • 1,621 / 16,478
  • 1,621 / 5,189 (Correct)
  • 1,621 / 5,532

5. As a digital marketer, you are calculating the percentage of emails that did not get delivered to the recipient’s inbox. What metric are you calculating?

  • Email spam rate
  • Email denied rate
  • Email bounce rate (Correct)
  • Email complaint rate

6. As a digital marketer, you are determining the purchase conversion rate for an email send. You sent the email to 111,714 recipients. 28,045 opened the email. 9,772 clicked on the ad link. 2,291 made a purchase. What is the conversion rate calculation for the email send?

  • 9,772 / 2,291
  • 28,045 / 2,291
  • 2,291 / 9,772 (Correct)
  • 9,772 / 28,045

7. As a digital marketer, you are trying to calculate the return on investment (ROI) on an email send. The total revenue was $44,955 USD. The total cost was $1,810 USD. What is the calculation for ROI?

  • ($1,810 x 100) / $44,955
  • ($44,955 / $1,810) x 100 (Correct)
  • ($44,955 x $1,810) / 100
  • ($867 / $1,810) x 100

8. As a digital marketer, you are calculating your email list growth rate for the past month. The list gained 1,729 new subscribers. It had 245 unsubscribes. The list total is 76,921 subscribers. How do you calculate the list growth rate for the past month?

  • [(1,729 – 245) / 76,921] x 100 (Correct)
  • [(76,921 – 245) / 1,729] x 100
  • [(245 – 1,729) / 76,921] x 100
  • [(76,921 – 1,729) / 245] x 100

9. Which of the following are recommendations for the email marketing report? Select all that apply.

  • Exclude mentioning areas for improvement to keep the presentation positive.
  • Increase engagement by telling a story related to campaign metrics. (Correct)
  • Include a collection of raw data that represent the campaign’s progress.
  • Avoid jargon and technical language to be more concise. (Correct)

10. Which of the following are recommendations for the email marketing report? Select all that apply.

  • Include jargon and technical language to display expertise.
  • Include a collection of raw data that represent the campaign’s progress.
  • Make the presentation more visual by using software such as Google Slides, Microsoft PowerPoint, or Canva. (Correct)
  • Use case studies or demos to make the report more engaging. (Correct)

11. When giving a presentation on email marketing metrics, you create a formal and structured presentation for your external client. The external client is not familiar with the metrics, so you include few abbreviations and avoid jargon. Which tip for presenting does this represent?

  • Be concise.
  • Allow for pauses.
  • Know your audience. (Correct)
  • Speak clearly and slowly.

12. Which question should you ask to determine which metrics should be KPIs?

  • Which metrics cost the least to track?
  • Which metrics are trending in our industry?
  • Which metrics should we prioritize for success? (Correct)
  • Which metrics cost the most to track?

13. Which metric do you use for the following calculation: number of people who open the email / number of people who received the email?

  • Click-to-open rate
  • Unsubscribe rate
  • Open rate (Correct)
  • Forward rate

14. What is the calculation for the click-to-open rate?

  • Number of total opens / total clicks
  • Total clicks / number of unique opens (Correct)
  • Total clicks / number of unique clicks
  • Number of unique opens / total clicks

15. What is the term for the percentage of emails sent that could not be delivered to the recipient’s inbox?

  • Email complaint rate
  • Email spam rate
  • Email bounce rate (Correct)
  • Email denied rate

16. As a digital marketer, you are determining the purchase conversion rate for an email send. You sent the email to 32,967 recipients. 9,745 opened the email. 2,411 clicked on the ad link. 403 made a purchase. What is the conversion rate calculation for the email send?

  • 2,411 / 403
  • 403 / 2,411 (Correct)
  • 403 / 9,745
  • 32,967 / 403

17. What is the calculation for return on investment (ROI)?

  • (total spent / total revenue) x 100
  • (total spent x 100) / (total revenue)
  • (total revenue / total spent) x 100 (Correct)
  • (total revenue x total spent) / 100

18. What is the calculation for the list growth rate metric?

  • [(unsubscribes – new subscribers) / total number of email addresses] x 100
  • [(total number of email addresses – unsubscribes) / new subscribers] x 100
  • [(new subscribers – unsubscribes) / total number of email addresses] x 100 (Correct)
  • [(total number of email addresses – new subscribers) / unsubscribes] x 100

19. Which of the following are recommendations for the email marketing report? Select all that apply.

  • Make the presentation more visual with graphs and charts. (Correct)
  • Exclude mentioning areas for improvement to keep the presentation positive.
  • Include jargon and technical language to display expertise.
  • Include a collection of KPIs that represent the campaign’s progress. (Correct)

20. When giving a presentation on email marketing metrics, you include firsthand quotes from actual users. You also highlight positive emotional experiences resulting from your email campaign. Which tip for presenting does this represent?

  • Allow for pauses.
  • Be concise.
  • Speak clearly and slowly.
  • Tell a story. (Correct)

21. Fill in the blank: _____ are quantifiable measurements used to track and assess a business objective.

  • Metrics (Correct)
  • Data
  • Rates
  • Standards

22. What is the calculation for a conversion rate on an email send?

  • Number of people opened the email / total ad interactions
  • Number of conversions / total ad interactions (Correct)
  • Total ad interactions / number of conversions
  • Number of conversions / number of people who opened the email

23. As a digital marketer, you are calculating the return on investment (ROI) on an email send. The total revenue was $21,648 USD. The total cost was $867 USD. What is the calculation for ROI?

  • ($867 / $21,648) x 100
  • ($21,648 x $867) / 100
  • ($21,648 / $867) x 100 (Correct)
  • ($867 x 100) / $21,648

24. As a digital marketer you are calculating your email list growth rate for the past month. The list gained 1,398 new subscribers. It had 177 unsubscribes. The list total is 29,495 subscribers. How do you calculate the list growth rate for the past month?

  • [(177 – 1,398) / 29,495] x 100
  • [(1,398 – 177) / 29,495] x 100 (Correct)
  • [(29,495 – 1,398) / 177] x 100
  • [(29,495 – 177) / 1,398] x 100

25. As an email marketer, you are determining how many people clicked on one or more links in an email. Which calculation should you use?

  • Total clicks / number of unique clicks 
  • Total clicks / number of unique opens (CORRECT)
  • Number of total opens / total clicks
  • Number of unique opens / total clicks

Correct: Correct

26. Fill in the blank: _ is the percentage of emails sent that could not be delivered to the recipient’s inbox.

  • Email bounce rate (CORRECT)
  • Email spam rate
  • Email denied rate
  • Email complaint rate

Correct: Correct

27.  Which of the following are recommendations for the email marketing report? Select all that apply.

  • Include jargon and technical language to display expertise.
  • Exclude mentioning areas for improvement to keep the presentation positive.
  • Make the presentation more visual with graphs and charts. (CORRECT)
  • Include a collection of KPIs that represent the campaign’s progress. (CORRECT)

Correct: Correct

Correct: Correct

28. What is the relationship between data and metrics?

  • If metrics are a number, data is the quantitative measurement of metrics.
  • If data is a number, metrics are the quantitative measurement of data. (CORRECT)
  • If data is a number, metrics are the qualitative measurement of data.
  • If metrics are a number, data is the qualitative measurement of metrics.

Correct: Correct 

Collect and Analyze Email Campaign Data CONCLUSION

As you have seen through this week, there are many key metrics in email marketing. Each metric provides critical information about your email campaign’s success. In order to make sure that your email campaigns are successful, it is important to measure, track, and analyze all of the key metrics.

Additionally, it is important to effectively present the results of your email campaign to stakeholders by creating an email marketing campaign report. If you want to learn more about measuring and tracking email campaigning results, consider taking Coursera’s “Google Digital Marketing & E-commerce” course. In this course, you will join other learners in a hands-on learning experience where you will apply what you’ve learned in real-life scenarios.

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